Chongqing - As night descends, the scent of fresh street food permeates Minxin Jiayuan Night Market, a lively hub beloved by locals and tourists alike, embodying Chongqing's vibrant nocturnal energy.

On top of the eclectic spread of food, the far-reaching reputation of Minxin Jiayuan is made by a slew of stall owners going live-stream on Douyin (the Chinese version of TikTok) while serving food, and some of them are influential creators on the platform.

Yang Long, the proprietor of a popular roast beef stall with peak viewership exceeding 100,000, reports that his business began attracting long lines of customers from beyond Chongqing just three months into live-streaming. His stall brings a monthly income of 40 to 50 thousand yuan (USD 5,556 to 6,945).

Over this year's Spring Festival, the market set up a special food-tasting area for stall owners to treat customers with their signature dishes.

Danba Zhaxi, a stall owner, offers his signature dish, a specialty spicy frog. "I used to be a traveler in Chongqing and chose to stay as I love the scenery and the food here. Naturally, I am happy to see more travelers having a pleasant experience here," he said.

Tourists warmly welcome the offering as a sign of hospitality. Zhao Ying, a visitor from Hunan Province, said the tastings promote the food and show the hospitality of the owners. "Great food and hospitable owners make my trip worthwhile," she said.

Chongqing, renowned for its vibrant nightlife, has topped China's list of the most influential nighttime economy cities for four straight years and ranks among the country's top 10 travel destinations, according to data from major agencies in China. This Spring Festival, the city saw a record 2.38 million overnight stays, a 66.9% increase from the previous year, with municipal consumer spending rising by 12.4%.

Among over 80 nighttime markets and blocks in the city, including symbols and must-visits such as Hong Yadong, Many areas offer a one-stop experience featuring performances, entertainment, shopping, and food.

Happy Valley, a renowned theme park, enhances its allure with nighttime events, including theme parties, cultural performances, and music festivals, to boost attendance. For example, the launch of the HVE music festival led to peak daily visits of 40,000, with 40% occurring at night.

To further release the potential of the nighttime economy, interactive experience, and product diversity could be the key, according to Liao Chenglin, a professor of economics and business administration at Chongqing University. 

(The original author is Guo Shuyu from Liangjiang New Area Media Center)